If you’re in the infosec space, you will know this feeling all too well. You’re scrolling through LinkedIn, and yet another cybersecurity company is posting about “next-generation solutions” and “comprehensive protection.” Or perhaps they’re the type to spread fear, doom, and gloom constantly.
The problem with this approach? Very quickly, it feels like every security company sounds exactly the same. In a market flooded with security vendors, how do you make your company the one that prospects actually trust and remember?
The good news is that building authority isn’t about having the most significant marketing budget, the catchiest slogan, or even the flashiest website. It’s about becoming the cybersecurity company that people think of first when they need real expertise. When you build genuine authority, you’re no longer chasing clients; they come to you as the trusted voice in the space.
Know What Makes You Different
Before you can build your authority, you need to understand where your true expertise lies fully. This doesn’t mean listing every service you offer or claiming you’re an expert in everything. You need to identify the specific areas where your team genuinely excels.
Start by examining your team’s actual experience. What types of incidents have you handled? Which industries do you understand best and feel most comfortable serving? What certifications and specialized training do your people have?
It could be that you’re particularly good at helping manufacturing companies secure their operational technology, or you’ve become an expert at incident response for e-commerce organizations. The problem these days is that many companies try to be everything to everyone, but that is not realistic, especially in cybersecurity.
People are seeking tailored solutions to specific problems. Because of this, your authority should be built on truth, not aspiration. If you’ve successfully helped dozens of small businesses recover from ransomware attacks, that’s your expertise.
If your team has deep knowledge of compliance requirements for fintech companies and financial services, that’s likely where you should focus. Spreading yourself too thin will ultimately dilute your message and make you sound just like every other security company out there.
Create Content That Actually Helps
A lot of the content that’s created in the infosec space is actually pretty thin. In other words, it sounds impressive, but it doesn’t actually provide much value. Generic blog posts about “the importance of cybersecurity” won’t help you build authority.
One of the core guiding principles of your content strategy should be this: solve real problems for real people. When someone in your target audience reads your blog post or watches your video, they should walk away learning something helpful they didn’t know before.
That’s why effective cyber security marketing focuses on providing genuine value to audiences rather than just promotional material. If you have genuine expertise in incident response, create content that walks people through what really happens during a breach. Build free interactive tools that engage visitors to your site and give them a reason to keep coming back. The key is to be helpful first and promotional second.
Remember that different people consume content differently. Some prefer detailed written guides, while others want short videos that provide simple explanations, and some learn best from real-world examples and case studies. Mix up your content types, but keep the focus on delivering genuine value.
Become the Expert People Quote
When major cybersecurity incidents make headlines, journalists are constantly seeking expert commentary to help break the story. When industry publications report on new threats or regulations, they require knowledgeable sources to support their claims. Becoming that go-to expert is one of the most potent ways to build authority.
This doesn’t happen overnight, but there are ways to start positioning yourself as a knowledgeable source right away. When news breaks about a cybersecurity incident that relates to your expertise, share thoughtful commentary on your own (or your founder’s) professional social media profiles.
Don’t just share the article, take the time to add your professional perspective and thought leadership on what happened and what it means. People want the context, and they want it from someone who understands the space well.
Build relationships with journalists who cover cybersecurity topics. Follow them on social media, engage thoughtfully with their content, and offer to be a resource when they’re working on stories related to your area of expertise. Most journalists are happy to have knowledgeable sources they can rely on for accurate information and informed commentary.
If building these media relationships feels overwhelming and time-consuming, consider working with a cyber PR agency that already has established connections with relevant journalists and can help position you as an industry expert. Some cyber PR services offer automated networks that enable the automatic distribution of press releases and news announcements across the infosec media, providing immediate credibility and exposure to the audiences that matter most.
Measure What Matters
Building authority is a long-term game, and it can be tempting to focus on metrics that don’t really matter. Website traffic and social media followers are lovely, but they don’t necessarily translate into the kind of authority that drives business results.
Focus on measuring things that indicate genuine authority. Are you getting more referrals from other professionals? Are journalists contacting you for expert commentary? Are you being invited to speak at industry events? Are potential clients mentioning that they found you through your content or reputation rather than through advertising?
Pay attention to the quality of inquiries you’re receiving. As your authority grows, prospects approach you with more specific questions and appear more willing to engage your services. They’ve already been educated by your content and impressed by your expertise before they even reach out.
Final Word
Authority building is not a one-and-done thing. It requires consistent effort over a long period, whether that be months or even years. The companies that succeed are those that consistently share their expertise, build professional relationships, and provide genuine value to their industry and customers. However, for cybersecurity companies willing to put in the work, the payoff is clients who trust you before they even meet you, and a reputation that drives long-term business growth.
